Measuring the Role of Consumers’ Demographics on the Relationship between Satisfaction and Switching Intention An Empirical Study on Egyptian Consumers in the Mobile Telecommunication Market

Abstract

The researcher is conducting this study to investigate the relationship between customer satisfaction (measured by customer feelings, expected performance, recommendations to others, spreading positive word of mouth, and perceived price) and switching intention (measured by repurchase, sensitivity to offers provided by competitors, keeping the relationship with the same provider, difficulty of switching, and cost incurred when switching). Then, the study is trying to find out the role of consumers’ demographics (age, gender, education, occupation income, and marital status) and geographic location as moderating variables change the relationship between customer satisfaction and switching intention, applied in the Egyptian mobile telecommunication market. Numerous empirical studies from the consumer goods and services literatures showed that customer satisfaction has a significant effect on switching intention. To test this relationship, a systematic random sample was collected from 500 Egyptian subscribers in the three mobile operators (Vodafone, Orange, and Etisalat). The data was analyzed using correlation and multiple liner regression analysis to identify